Technomic director Kevin Higar says the movement could be far from reaching its apex. “The key for long-term success is getting the non-user to come on board. One in five individuals is not aware of or has not seen a food truck, and one-third of individuals who are aware of them still haven’t purchased from one.”

Once consumers gain exposure, Higar says, they seem to have very positive impressions of the experience. But according to Technomic's research, 70% of non-users are still hesitant to purchase food from mobile vehicles, which is probably the biggest current growth challenge.

To help restaurant operators and suppliers understand the trends shaping the food truck movement, Technomic has published the Food Trucks Innovation Report. Report findings include:

• Although social media is an integral part of food-truck marketing and patronage, 61% of consumers find out about mobile food trucks by “just happening upon them.” Of the consumers who follow food trucks via social media, 84% do so at least once a week.

• Three quarters of consumers who have come across MFVs located together in a central location make combined food and/or beverage purchases from two or more operators during any given meal occasion. Because of the highly specialized nature of food-truck menus, they lend themselves well to this type of multi-concept purchase.

• Quick-service restaurants seem to be impacted by mobile-food-vehicle success more than other traditional restaurants, with 54% of respondents saying if they had not bought from a food truck, a quick-service restaurant would have been their most likely destination.